How can you create a brand that inspires loyalty?

Make sure that ‘knowing your audience’ is an ongoing exercise and not just a one-off. And remember that your audience have emotions and will have a different mindset at each stage of their journey towards you. Empathising with those mindsets will build connection with your audience, which if done consistently, builds loyalty

Créer une marque qui inspire la fidélité nécessite une compréhension approfondie de votre public cible, pour cela il faut: 1- Analyser le marché 2- Définir votre public cible / Persona 3- écouter activement les médias sociaux / social listening 4- Analyser le parcours client 5- Solliciter un Feedback client 6- Impliquer activement le personnel de première ligne dans la compréhension des besoins des clients 7- Utiliser des données analytiques pour anticiper les besoins futurs de votre public cible. 8- Intégrer des enquêtes post-achat pour obtenir des commentaires spécifiques sur l'expérience client.

Recognizing the emotional needs of your audience or persona is key. If the audience can say, “____company gets me,” you’re well on your way. Loyalty is based on shared experience and emotions are at the center of meaningful relationships.

Creating a brand that inspires loyalty is not an easy task, but it is possible with the right strategy and execution. Here are some steps you can take to build a loyal customer base: Define your brand identity and values Deliver value and quality Provide excellent customer service Reward your loyal customers Build a community around your brand

Knowing specifically who you are talking to is vital in developing a successful brand experience. Creating a 'customer zero' — a detailed individual persona that represents your perfect customer — helps focus the mind on how you will provide value, and gives you a solid platform for working out to you will distinctly serve their needs. The same principle applies across b2c and b2b businesses.

?? Purpose is bigger than your product: The idea of purpose is based on the fact that people decide in favour of reasons and meaning over product features because the brain’s decision-making part, also handling emotions, doesn’t rely on rational justifications. These justifications serve as evidence to validate the decision. Let’s get started here! Helpful thought starters: ? Why do we exist? ? What makes us useful? ? How is the world a little better because we exist? ? What is our contribution to society so that the future remains worth living for everyone? ??Keep in mind that purpose is never aimed at economic growth.

Purpose can be a divisive subject in business. Some leaders think it's nonsense, some get it but don't know how to leverage it, and some make it their everything. I think having a clear purpose gives a business an anchor point to make important decisions, and provides a divining rod for everyone else in the business. Also, a purpose provides a solid foundation for setting an actionable vision and coherent set of company values, helping everyone pull in the same direction. A company without a purpose... is likely to be focused on scale and revenue. is likely to have a culture centred around productivity. is likely to be unsure how it contributes to the betterment of society. Who wants to work for a company like this?

He Who Has a WHY to Live for Can Bear with Almost Any How. - Viktor Frankl, Holocaust Survivor When you have a Why, you have focus, a purpose-- your own personal North Star to guide you through good times and bad. Your Why is something you feel strongly about. Something you’re willing to fight for, no matter how many obstacles get in your way. It's your reason to get out of bed in the morning, and the drive that keeps you up late. Each of us either has a Why or wants one. Your mission is to determine your own personal why. Your MyWhy. For yourself and your company.

In the digital marketing landscape, defining your brand's purpose is akin to setting the compass for your entire strategy. As a brand strategist, I've seen firsthand how a well-articulated purpose can resonate on social media, fostering deeper connections with audiences and driving startup growth. It's not just about the products or services; it's about the stories you tell and the values you embody. A purpose-driven brand narrative can be a powerful differentiator in a crowded market, especially when it's authentically integrated into every facet of your communications and user experiences.

"A brand is defined by the problems it solves." - David Ogilvy Articulate how your product or service improves people's lives. Connect to customer needs and shared values. Anchor on an authentic purpose that motivates you and your team. Surprising fact: Brands with a higher purpose grow 3x faster than competitors. Helpful tools: mission statements, value proposition canvas

Developing your identity can be like teens 'finding themselves', it takes time to get right. Resist the urge to be current and look to the long term. Think Coca-Cola and the resurgence of brands like Champion. Most importantly, it must appeal to your audience. You're not trying to be everything to everyone. So it's important to approach it from outside-in. What will my users like? As opposed to being too hung up on how we think we should look. Keep it simple and take into account different cultural and demographic perspectives. Consider having taglines which can be a great verbal cue. Also consider if you need an audio logo (think Netflix's 'ta-dum'), which is useful for video marketing. Try to engage all the senses for better recall.

Humans crave for connections and a "sense of belonging". Beyond products, beyond logos, loyalty lies in brands that are successful in creating giving just that feeling of belonging. We "think different" when we're using apple, Red bull "gives you wings", Netflix has become synonymous with its category of OTTs - it's also become a verb and an adjective. Phrases like "Let's Netflix" and "It's not Netflix worthy" have become part of everyday lingo. Turning your brand into a social currency is the key.

In the realm of brand strategy, developing a brand identity is akin to crafting a persona that the public can form a relationship with. It's not just about aesthetics; it's about encapsulating the essence of the brand in a way that speaks directly to the heart of the audience. As a seasoned brand strategist, I've witnessed firsthand how a well-defined identity can serve as a beacon, guiding a startup's growth trajectory. By leveraging social media, brands can narrate their story, ensuring that every post, every graphic, resonates with their core values and mission, fostering brand growth and loyalty.

"A great brand is a story that's never completely told." - Scott Bedbury Create identifiable and memorable brand assets - name, logo, visuals, tone, themes. Make them meaningful and distinct. Build a personality that sets you apart. Surprising news: Bold, colorful logos boost brand recognition by 80%. Helpful resources: brand guidelines, style guides, brand identity kits

Your brand promise is everything you stand for. It is not a crafted sentence on your website, nor something that you do just once. A brand promise is the music your orchestra plays when each musician starts playing their instrument. Therefore you don't need to define a promise: If you went through the Brand Strategy process properly, the promise will be vast but clear. What will help you deliver it, however, is Brand Consistency: If you fail at keeping your brand consistence, your audience will feel confused. And in branding, confusing your audience is a form of betrayal.

In the realm of brand strategy, delivering your promise is akin to a sacred pact between you and your customers. It's the cornerstone of trust and the foundation for long-term loyalty. As a brand strategist, I've seen firsthand how a brand's commitment to its promise can be the difference between a fleeting customer and a lifelong advocate. In the digital age, social media amplifies this effect, as fulfilled promises can be shared and celebrated, while broken ones can spread like wildfire, potentially stunting startup growth. It's essential to craft promises that are not only realistic and measurable but also resonate deeply with your audience's values and expectations.

I remember this very interesting quote by David Ogilvy, "The consumer is not a moron, She's your wife". When you bridge the gap between your promise and product, when it reflects in every part of your consumer journey, Only then a brand can build trust. which of course is something that's build overtime consistently and not in a day. While that's a later conversation, In today's world it's so important that brands not only tap into culture but also have a clear POV on these conversations. Brand need to take stands, that is when they create loyals and advocates which again drives loyalty and reduces the annual defection rate for brands.

"The brand is a promise to the customer." - Alex Turnbull Consistently meet expectations set by your brand. Deliver quality through great products, services and experiences. Surpass the competition. Surprising insight from Tesla's Elon Musk: Go the extra mile with thrill features that wow customers.

Consistency is key to a brand's promise. As the customer engages more with the brand, they expect core values like product functionality, quality, value, sustainability, etc., to be present during every purchase and/or interaction. The company must provide a consistent customer experience that meets the customer's expectations and aligns with the customer's interpretation of the brand's promise.

Remember three things: 1. Find your people. Know what they are trying to do, and help them do that. 2. Help them recognise themselves in the problem and the opportunity. 3. Help them recognise you in the solution.

Pour instaurer la fidélité à la marque, l'engagement de la communauté est essentiel. Les points clés incluent l'écoute active sur les médias sociaux pour comprendre les besoins, la personnalisation des expériences client, l'introduction de programmes de fidélité, une communication transparente sur les valeurs de la marque, et une adaptation continue aux évolutions du marché. Ces actions renforcent la connexion émotionnelle et la confiance, favorisant ainsi une relation solide et fidèle avec la communauté.

It's essential to provide your audience with the space and opportunities to engage with you. Achieving this becomes significantly easier when you have established effective processes for understanding your audience. These processes help you grasp the topics that resonate with your customers and where they seek more attention. In today's era of content creation, individuals appreciate sharing their opinions and contributing to their surroundings. People enjoy the freedom to choose their preferences rather than having products or services imposed upon them. This could mean asking for their opinions on the design of your products, allowing them to vote for your environmental actions, being invited to exclusive events, etc.

Engaging your community is not just about regular interaction; it's a philosophical journey of mutual growth. As a seasoned brand strategist, I've observed that the most loyal communities are fostered on platforms where dialogue is two-way. Social media, for instance, is a dynamic tool where brands can not only share content but also actively participate in conversations, showing they value customer input. This approach transforms passive audiences into brand advocates, fueling both startup growth and brand evolution. It's about creating a shared narrative where every member feels integral to the brand's story.

"Brand loyalty is when people tattoo your logo on their body." - Kamal Ravikant Form authentic connections with customers. Encourage user generated content. Monitor feedback and optimize constantly. Build a tribe around shared interests and values. Surprising statistic: 90% of customers say authenticity is important when deciding which brands to support.

Evolving your brand requires discipline to bring your insights and innovative thinking together and apply them to future planning. Consider your brand like an orchestra - if strings change their style or tempo alone, then they will be out of step with the other players. The same for brand evolution - don't evolve the messaging or tone at the top of the funnel, but not further down towards conversion for example. If a consumer is engaged in one way, and then sees a product/service that does not reflect that previous experience you are likely to lose out.

We're living dynamic landscape, with evolving consumer needs, desires and cultural shifts. What resonates with your brands might not tomorrow and it's also subject to the amount of increased competition in the category and similar communication. Standing still means falling behind, We need to constantly seek new ways to differentiate and staying relevant to our consumers.

In the ever-evolving landscape of digital marketing, the agility of a brand is paramount. As a brand strategist, I've seen the power of adaptation in maintaining brand loyalty amidst the rapid changes in consumer behavior and market dynamics. Leveraging tools like social listening platforms and analytics can inform timely brand evolution. Innovation isn't just about new products; it's about refreshing communication strategies and embracing new social media trends to keep the brand narrative engaging. Startups, especially, must be nimble to pivot their brand strategy as they grow and learn from their audience.

"Brands must remain eternally restless." - Claude C. Hopkins Regularly re-evaluate against market and consumer changes. Allow your brand to grow while retaining its essence. Surprising insight from Apple's Tim Cook: Innovation stems from a willingness to abandon the past.

It might seem counterintuitive to how we usually think about branding: Considering how brand strength is often associated with consistency, how does changing your brand drive brand loyalty? But bear with me -- it does make sense. Research has shown that customers engage more with brands that share their values and beliefs. Since people evolve over time—developing new habits, taking up new hobbies, and gaining new experiences—there's a real risk that your brand could become stagnant and lose relevance if you're too resistant to change. Therefore, the key to successfully evolving your brand lies in mirroring the changes that your audience is experiencing over time while maintaining the core identity that defines your brand.

"Une marque n'inspire pas la fidélité." Prenez 1 ou 2 ans pour créer un produit exceptionnel, et vos clients deviendront les ambassadeurs de votre marque et la vendront pour toujours. => fidélité +++ Ou bien vous pouvez prendre deux mois pour fabriquer un produit médiocre et passer le reste de votre vie à essayer de le vendre => 0 fidélité à votre marque. Votre produit est le meilleur gage de fidélité qui soit.

Unpopular: marketing (and/or the loyalty department) cannot build a great fan base if your product or service doesn't deliver on your promise. So, before planning a loyalty program or loyalty actions, ensure you walk the walk (not just talk the talk). There is no better loyalty (and raving fans) action that when you go and above beyond what your customers expect (so at least, meet the minimum!). Once you have a few fans, then take them as your core loyalty members, learn from them (analyze what they got in common, what they like, what they dislike, what they want from your brand, etc.) and build a loyalty program and actions that they'd support and love.

1. Over deliver on what your product or service promises. 2. Frame it in a way that is grounded in the category but about much more than the category. 3. Be bold enough to use that framing to rethink your business and the products and services.

This is the wrong question to ask. To drive growth you want to build a brand that is focused on building 1) Mental availability 2) Physical availability 3) Share of voice 4) Share of search These are the cornerstones of brand growth vs. focusing on loyalty which numerous studies have shown isn't a key driver of brand growth.

Loyalty is often overstated. Almost every customer is a customer of many brands in a category. You can also get jammed up with thinking too much about 'heavy' buyers. In this instance, the thing you want to consider more than 'loyalty' is fame. You want to make your brand famous. More fame usually helps you with the loyalty.